Page 131 - Design meets Business:An Ethnographic Study of the Changing Work and Occupations of Creatives

3. (Re)Negotiating Service Design 119
tools, and different resources that you need. It can be the environment. It can be people. It can be methodologies. It can be technology. But everything empowers or enables that experience.
Interviewer: Experience still feels like a process, not as a product.
Nadia: The process is the product. We don’t deliver a website as an experi- ence. The website is just an enabler for that experience.
This interview fragments shows that following business designers, Service Design is all about “creating an experience”. A website or other ‘tangible’ design outcome is “only an enabler for that experience”. While members of the business design community saw themselves as Service Designers, they highlighted that they did not have the skills and expertise “to make things”, like the more craft designers.
Craft designers. Different from the business designers, the craft designers were often trained in design disciplines like interaction design, graphic design and product design and had work experience in creative agencies like an advertising business. They saw themselves as ‘craftsmen’ and believed that design was a skill, something that requires years of training and expertise. While a part of the craft designers joined Fjord after the acquisition, most of them worked at Fjord for a longer period than the business designers. Hence, the craft designers strongly identi- fied with the history of Fjord, starting as a hands-on digital design agency making digital products for business in 2006. About this, the studio director said: “We were just a bunch of geeks, enjoying to work on design. We were like 10 people, working from an attic in Lavapies [a neighbor- hood in Madrid]”. As this quote implies, something that the designers that worked for a while in Fjord, indeed have in common is that they all very much “enjoy” design. In their private time, during lunch hours and after work, they either worked on improving their own ‘traditional’ design skills - such as experimenting with new drawing technique or video making - and often talked about the new developments in the field of design. The perspective of craft designers on Service Design includes attention for the importance of designing ‘things’, as is illustrated in the following interview fragment:
“I’m doing service design and I’m also doing user interfaces, but both are part of interaction design. At least, that is what I believe. There are all these categories, because it’s so broad this [interaction] design category. I say we are all designers, because, for me, it is impossible that a visual de- signer doesn’t know how to do a box or a service, even if you are not good at sketching, but something, you are working this world, so you have to